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Eye-tracker Tobii acquires fellow eye-tracker Sticky
Lab-based eye-tracker Tobii buys the webcam-based Sticky so it can offer large consumer panels as well as focused test groups.
The new combo, Tobii Pro President Tom Englund told me, provides a broader solution for brands and agencies, some of whom are now using eye-tracking on a regular basis to determine user attention, ad recall, emotional feedback and other responses to ad campaigns.
The Sweden-based Tobii focuses on specialized hardware employing custom glasses or adapted monitors, which are used primarily in labs for intensive studies.